2017 ANA Advertising Financial Management Conference Presented by Active International

The annual ANA Advertising Financial Management Conference is the only event of its kind. It brings together top client-side marketing procurement and finance professionals with agency CFOs and other key industry stakeholders interested in efficiencies, cost savings, return on investment, and delivering greater value to organizations. The conference is registered as a sponsor of continuing education with both the Institute for Supply Management and the National Association of State Boards of Accountancy. Post-conference perspectives from attendees at previous conferences include:

  • “It was a great opportunity to benchmark my activities as a procurement professional, learn from others’ experience and gain insight that will directly apply to what I do day-to-day.”
  •  “Best way to meet other professionals in the industry and discuss real world examples and processes to improve everyone.”
  •  “It’s a one-of-a-kind event that provides a great opportunity to meet peers, network, and benchmark."

Conference Chair:

Vikki Rohrer
Global Agency Finance Manager
Ford Motor Company

The hashtag for this event is #ANAAFM.

The ANA is registered with the National Association of State Boards of Accountancy (NASBA) as a sponsor of continuing professional education (CPE) on the National Registry of CPE Sponsors. State boards of accountancy have final authority on the acceptance of individual courses for CPE credit. Complaints regarding registered sponsors may be submitted to the National Registry of CPE Sponsors through its website: www.learningmarket.org.

1. The program delivery method is group-live.
2. The NASBA program level is basic.
3. There are no prerequisites and/or advanced preparation requirements for this conference.
4. The total amount of CPE credits are 15.
5. The NASBA field of study subject area is Business Management and Organization.


Start: Tuesday, May 23, 2017 at 2:00pm

End: Friday, May 26, 2017 at 12:00pm


Manchester Grand Hyatt San Diego
One Market Place
San Diego, CA 92101

The ANA has negotiated a special room rate of $289-$339/night depending on room type. In order to use the ANA rate, you must be registered to attend the conference. A reservation link will be provided under the "Important Information" section of your conference registration confirmation email. The cut-off date is Tuesday, May 2 2017, after which prevailing rates apply.

Registration Pricing

Early-bird pricing is in effect through 03/24/2017
ANA Associate Gold Associate Silver Associate Individual Non Member
Conference Registration ANA $1,295 Associate Gold $1,295 Associate Silver $1,395 Associate Individual $1,495 Non Member $1,495

Register early to save! Early-bird pricing (save $100) is in effect through 03/24/2017, 11:59pm EST. 

For issues processing your registration or other frequently asked questions, please refer to  this page.


Tuesday, May 23, 2017
2:00pm Registration Opens



Welcome to your first ANA Advertising Financial Management Conference! Join us for an informal afternoon of conversation, networking, and fun at the First-Time Attendee Meetup. It's a great way to meet new colleagues and AFM veterans that are available to answer questions to help get you off to a great start for your first conference. This gathering is open to all first-time conference attendees. We look forward to meeting you! 

4:00pm Pre-Conference


The ANA’s 2016 Trends in Agency Compensation Survey Results identifies how marketers structure and manage their agency compensation, including various incentives and overall compensation structures.  The work illustrates the key trends in agency remuneration methods and practices. Hear the results from this survey with expert analysis of what it means for you.

David Beals
President JLB + Partners


In 2016, the ANA issued its much-anticipated reports on media transparency, in which non-transparent business practices were found to be pervasive in a sample of the U.S. media ad-buying ecosystem. The ANA has since convened a task force to examine transparency issues (if any) in production. This was originally a “fact finding” project to determine if issues exist. As we did with the Media Transparency Task Force our process was as follows: identify consultants/outside resources who have a perspective on this issue; have each consultant share their perspective with the Production Transparency Task Force; have 8-12 such meetings; recap the key learnings, share with the task force members, and decide on a course of action, if warranted. This session will provide an update on work from the task force to date and recommendations for marketers.

Crystal Albanese
Senior Manager ANA
Bill Duggan (@BillDuggan)
5:30pm Pre-Conference Adjourned

6:30pm Reception

7:30pm Dinner  

Wednesday, May 24, 2017
7:30am Breakfast  

8:30am General Session


In a complex media environment, where consumers migrate seamlessly from one interconnected device to another, how does a marketer keep up? In this session, Geoff Ramsey, co-founder and CIO at eMarketer, will paint a vivid picture of the new consumer journey, covering the latest trends in mobile, social, and video. Geoff will also explore how marketers can improve capabilities for marketing attribution and ROI, re-allocate media dollars to digital platforms and programmatic media, explore new forms of content, and leverage the power of mobile to engage consumers at the right time and place.

Geoff Ramsey (@geofframsey)
Co-founder and Chief Innovation Officer eMarketer


Marketing must make sure the customer has a proverbial seat in the C-Suite if the brand is to evolve and keep pace with changing market dynamics. Marketers must not only provide a clear vision for the brand's future, they must put analytics to work to speak the language of cross functionality and generate true system alignment.  In this session, you’ll discover how Jack in the Box is evolving their brand to meet customer expectations through vision, strategy, research, and smart analytics.

Frances Allen
Brand President Jack in the Box
10:30am Networking Coffee Break

10:50am General Session Cont.


Marla Kaplowitz will officially join the 4A’s on May 8 as President-CEO.  As the outgoing CEO of MEC North America, Marla has built a truly integrated digital and data offer and a unique client-centric partnership model that elevated media to the heart of the communications planning process. Under Marla’s leadership, the agency has grew in both size and scope as it sharpened its focus on content and invested in the development of a best-in-class suite of cross-channel data and analytics tools. This will be one of Marla’s first industry events in her new position and ANA is honored to have her at the conference. 

Marla Kaplowitz
Incoming President-CEO 4A’s


ANA and White Ops have teamed-up for the third time to measure the amount of bot fraud – i.e., non-human traffic – in the advertising ecosystem.  In the prior study more than a year ago, it was estimated that losses due to bots could be approximately $7.2 billion globally in 2016.  The ANA/White Ops work has elevated the issue of bot fraud in the industry and offered practical recommendations to reduce fraud going forward.  This latest study is the biggest one yet – with 49 participating companies and 15 billion impressions.  Issues covered will include mobile, programmatic, and sourced traffic as well as action steps to fight fraud. 

Michael Tiffany
Co-Founder and CEO White Ops
12:30pm Luncheon  

1:40pm General Session Cont.


 Advertisers are at the top of the food chain and fund the entire advertising ecosystem – including agencies, media companies, and various suppliers.  Yet advertisers can do more to leverage their advantage in contract negotiations -- the process of "give and take the parties go through to reach an agreement."  So you have to "give to get".  That's where leverage comes in and applies the principle of using even a small advantage (or in negotiating terms, merely a perceived advantage) to gain a larger benefit.  As Archimedes said in 230 BC, “Give me a lever long enough and a place to stand, and I will move the world.” Or, as said in business, "You don't get what you deserve; you get what you negotiate."  Learn how advertisers -- the ultimate decision makers -- can use leverage to achieve more uniform contracts, cost savings, and smoother relationships with suppliers.

Stacy K. Marcus
Partner Reed Smith LLP
Douglas Wood (@djwood1976)
Partner Reed Smith LLP


A joint venture model is aligning the way a global house of brands and their agency are improving the go-to-market process for Jaguar and Land Rover. Established as a 50:50 joint venture between Jaguar Land Rover and SPARK44 management, SPARK44 is Jaguar Land Rover’s end-to-end marcom partner. Hear how this new agency management model has delivered greater value, transparency, and accountability.

Kim McCullough
Vice President Marketing Jaguar Land Rover North America
Ralf Specht
Chief Operating Officer SPARK44
2:30pm Networking Coffee Break  

2:50pm General Session Cont.


Details to come.

Lisa Brown
Global Chief Strategy Officer Active International
4:30pm End of General Session

Thursday, May 25, 2017
7:30am Breakfast  


We are organizing a number of tables at breakfast for attendees to informally discuss key issues. Each participating table will be marked with a topic. Those who would like to participate should arrive at the start of breakfast. Topics and moderators will be announced shortly.

8:30am General Session


Jeff Goodby is an icon in the advertising industry; a creative leader who co-founded Goodby, Silverstein & Partners in 1983. The agency has been recognized with numerous awards including Agency of the Year honors from both Ad Age and Adweek and has won 57 Effies over the years for effective advertising. Jeff will share his creative perspective on industry issues, including data, optimizing creative impact, agency compensation, the role of procurement, and transparency.

Jeff Goodby (@JeffBadby)
Co-Chairman and Partner Goodby Silverstein & Partners


The largest and most influential generation of consumers ever - millennials - are no longer an unreachable audience. While some brands may fear the unknown of the “innovation generation,” the real winners are those who engage and interact with today’s millennial consumers. Millennials are influencing the attitudes and purchase decisions of baby boomers and Gen Xers, and we’ve quantified the financial impact across brands and categories. This provocative presentation will challenge participants to unlearn and reimagine what they thought they knew about the millennial generation.

Jeff Fromm (@JeffFromm)
Partner / Author Ad Agency Barkley / “Marketing to Millennials”
10:30am Networking Coffee Break

10:50am General Session Cont.


Media has become an increasing focus at the ANA Advertising Financial Management Conference as it represents the biggest marketing spend item for many companies. Lou Paskalis oversees substantial media investment for Bank of America across traditional, digital, and social media channels. He leads the media analytics practice and is the co-executive sponsor of the bank’s newly formed Content Center of Excellence. Given his role Lou has expertise on urgent media-related topics and issues facing marketers, including programmatic buying, data, transparency, mobile, optimizing the media mix, and the digital supply chain. AdWeek recently recognized Lou as one of the “most indispensable professional across marketing, media, advertising, and technology” and attendees will benefit from his perspective at this conference.

Lou Paskalis (@LouPas)
Senior Vice President, Global Media Executive Bank of America


Brands have started to look at their production services a little differently. Rather than working through their advertising agencies, brands are beginning to source production internally to great success. In this session, panelists will share their experiences with direct sourcing production, lessons learned, best practices, and advice for brands looking to start direct sourcing production.

Nick Felder (@LNFelder)
Group Director, Film Production Coca-Cola Company
Mary Ann Kirsch
Senior Manager, Global Sales and Marketing Purchasing FCA US
Facilitator: Valerie Light
Broadcast Production Manager Verizon Communications
12:30pm Luncheon

1:40pm General Session Cont.


In June 2016, K2 Intelligence issued a report, commissioned by the ANA, called, "An Independent Study of Media Transparency in the U.S. Advertising Industry." A key finding was that there is a fundamental disconnect in the industry about the basic nature of the advertiser/agency relationship with many agency executives believing that that their relationship to advertisers was solely defined by the contract between the two parties. K2 Intelligence found evidence of situations where some media agencies sought to avoid explicit contract language in order to preserve their ability to retain various types of incentives.

Given this and the fact that the contract defines the commercial relationship between advertiser and agency, the ANA, in conjunction with its general counsel, Reed Smith, has developed a media agency Master Media Planning & Buying Services Agreement, which can be used by advertisers in developing their own agency agreement. This workshop will cover key issues in the advertiser/agency contract, including agent versus principal status, audit rights, and contract governance.

Douglas Wood (@djwood1976)
Partner Reed Smith LLP


In this members-only deep dive, the ANA’s East and West Coast Advertising Financial Management Committee chairs will facilitate a session allowing ANA members to discuss issues and share insights and best practices on various topics of interest or concern. This forum will allow for members to raise their issues, or share best practices, to take full advantage of the largest annual assembly of members of both Advertising Financial Management Committees. Come prepared to participate in a dynamic session.

Discussion Leaders:
Mary Ann Brennan
Senior Director, Global Procurement Mattel, Inc.
Mike Thyen
Director, Procurement, Emerging Markets Eli Lilly and Company
3:30pm End of General Session

6:30pm Reception

7:30pm Dinner  

Friday, May 26, 2017
7:30am Breakfast

8:30am General Session


Peter Stabler, managing director, senior equity research analyst at Wells Fargo Securities, has a unique vantage point on the advertising industry. Over the past ten years, Peter has covered the Internet, digital media, and advertising sectors for investors. In this session, Peter will provide a foundation for the conference, addressing issues including: the health of the agency community, outlook for agency growth/expansion, agency profitability, opportunities in digital media, the impact of transparency, and more.

Peter Stabler
Managing Director, Senior Equity Research Analyst Wells Fargo Securities
10:15am Networking Coffee Break

10:40am General Session Cont.

12:00pm Conference Adjournment

Cancellation Policy and Notes

Single ANA member and non-member conference registrations can be cancelled in writing only via email (registration@ana.net). Phone cancellations are not accepted. A 50% refund will be granted, if written request for cancellation is received by email 60 calendar days before the conference start date. No refunds will be granted for any cancellations received after the conference start date or for 'no shows.' Corporate packages are not eligible for cancelation. Unused registrations/applications have no monetary value and cannot be credited to future years or events. ANA will not issue refunds or credits due to failure to redeem a discount coupon during the registration process. A $125 processing fee will be assessed to change the name on a registration. Hotel room cancellations must be sent directly to the hotel. Please contact the hotel for further details.

     1. The conference agenda is subject to change.
     2. A portion of your guest room rate will be used to offset conference costs.
     3. ANA accepts no responsibility for the loss of, or damage to, personal property.
     4. Registrations received after two weeks prior to the conference may not be included in the attendee list.